About the Job

Company DescriptionKantilal Chhotalal, founded in 1941, is one of India’s leading manufacturers of solitaires and fancy diamond jewellery, serving clients across global markets. With over 75 years of expertise and one of the largest inventories in the industry, the company offers competitively priced diamonds with consistently high quality standards. KC’s portfolio spans traditional rounds and fancy shapes from 0.3 carats to 10+ carats in a full range of colors and clarities.

Its in-house design and manufacturing teams create trend-driven jewellery, particularly in Pear, Marquise, and Round cuts, using advanced techniques to enhance flexibility, reduce metal contact, and maximize lustre. The business is built on integrity and reliability, aiming to deliver a distinctive and trusted experience in every transaction.

Role DescriptionThis is a full-time, on-site role based in Mumbai for a Social Media Manager (Paid & Organic Instagram) at Kantilal Chhotalal (KC). The role is responsible to manage and grow our Instagram presence across both organic content and paid Meta advertising.

This is not purely a content-posting role. We are looking for someone who understands how content, audience, advertising and customer behaviour work together — and can use that understanding to bring the right potential customers to KC.

The role will work closely with the brand, design, photography and sales teams. While strong organic Instagram understanding is important, we are particularly looking for someone who is comfortable taking ownership of Meta Ads Manager, campaign optimisation, reporting and lead quality.

Key Responsibility

1.

Organic

Instagram

- Manage the day-to-day execution of KC’s Instagram account.
- Work with the brand team to translate the content calendar into posts, Reels, Stories and campaigns.
- Schedule and publish content accurately and on time.
- Write and refine captions, Stories, CTAs and other social copy in the KC brand voice.
- Coordinate with designers, photographers, editors and internal teams for content requirements.
- Maintain consistency across the Instagram grid, Stories and Highlights.
- Identify appropriate opportunities for collaborations, features and relevant cultural moments without chasing trends that do not suit the brand.
- Track performance across reach, engagement, saves, shares, profile activity, follower growth and other relevant metrics.
- Analyse performance over weekly, monthly and longer-term periods to understand what is actually working.




- Maintain organised records of published content, assets and performance data.

2. Paid Instagram & Meta Advertising

- Manage campaigns across India and international markets, particularly the Middle East.
- Monitor campaign performance regularly and optimise budgets, audiences and creatives.
- Run structured creative and audience tests rather than making changes based only on short-term fluctuations.
- Work with the creative team to identify which formats, products and messages should be tested through paid media.
- Maintain accurate campaign naming, tracking and reporting structures.
- Understand the relationship between campaign → ad set → ad → Instagram enquiry.

3. Lead Quality & Business Performance

- Track Instagram enquiries generated through paid campaigns.
- Work with the sales/client team to understand whether enquiries are spam, unqualified, qualified or high-potential.
- Connect advertising performance with downstream outcomes such as conversations, appointments and sales wherever possible.
- Analyse which campaigns, audiences, creatives, products and markets generate the strongest-quality enquiries.
- Look beyond Meta metrics such as CPM, CTR and cost per message to understand actual business performance.
- Recommend where KC should increase, reduce or redirect advertising spend based on lead quality.

4. Reporting & Analysis

- Prepare clear weekly and monthly reports for organic and paid Instagram.
- Track performance over rolling periods to distinguish meaningful trends from weekly noise.
- Report on both Meta/platform metrics and KC business metrics.
- Identify patterns across creative format, jewellery category, campaign, audience, geography and placement.
- Clearly explain what happened, why it matters and what action should be taken.
- Maintain dashboards and structured data used for ongoing social-media analysis.
- Flag unusual performance, tracking problems or campaign issues quickly.

What We're Looking For

- 3–5 years of relevant experience in social media and/or digital marketing.
- Strong hands-on experience with Meta Ads Manager is essential.
- Experience managing meaningful paid-media budgets independently.




- Solid understanding of Instagram — including Reels, Stories, carousels, feed content and platform behaviour.
- Comfortable working with campaign data and performance reports.
- Able to use Excel/Google Sheets confidently; experience with Airtable or similar tools is useful.

- Strong written English and attention to detail.
- Able to distinguish between attractive content and content that actually performs.
- Comfortable working with premium products where brand positioning matters as much as immediate performance.
- Organised enough to manage multiple campaigns, creatives, markets and reporting requirements simultaneously.
- Able to work independently while coordinating closely with creative and sales teams.

What This Role is NotThis is not a graphic-design position. You will work with designers and editors rather than being expected to create finished artwork yourself.

It is also not a role focused on posting frequently, following every trend or maximising vanity metrics.

KC operates in high jewellery, where the audience is relatively small and customer value can be extremely high. We therefore care more about who we are reaching, who is enquiring and whether those enquiries can become real clients than simply generating the cheapest clicks or the largest number of messages.

Valuable to HaveExperience in one or more of the following would be valuable:

- Luxury, jewellery, fashion, art, hospitality or other premium categories
- High-consideration or high-ticket products
- Instagram DM or WhatsApp-led customer acquisition
- Middle East digital advertising
- CRM or lead tracking
- Airtable and automated reporting workflows
- Meta Pixel, Conversions API or broader attribution concepts

How we will Measure SuccessSuccess in this role will be measured across three areas:

Brand: KC’s Instagram remains consistent, considered and appropriate for a high-jewellery house.

Audience: Organic and paid activity increasingly reaches people who are relevant to KC rather than simply generating more reach.

Business: We develop a much clearer understanding of which campaigns, audiences and creative are producing qualified enquiries, appointments and ultimately customers.

The objective is simple: move from measuring which ads generate the most messages to understanding which ads bring KC the right customers.

How to ApplyPlease send your resume, along with a brief introduction outlining your relevant experience, to [email protected].

📌 Social Media Manager - Paid & Organic Instagram (Mumbai)
🏢 Kantilal Chhotalal
📍 Mumbai